Nestlé Nido Partners with Babycenter for Brand’s First-Ever Digital Campaign Targeted to Bicultural Hispanic Moms in the U.S.

NESTLÉ NIDO PARTNERS WITH BABYCENTER® FOR BRAND'S FIRST-EVER DIGITAL CAMPAIGN TARGETED TO BICULTURAL HISPANIC MOMS IN THE U.S.

Marketing program also extends into BabyCenter® Hispanic site to reach primarily Spanish-speaking Latina Moms in the United States

San Francisco, Calif. (September 1, 2015) — BabyCenter®, the #1 pregnancy and parenting web and mobile destination worldwide, and Nestlé NIDO, the popular early childhood powdered milk brand, are working together to introduce the nutritional drink product to bicultural Hispanic moms in the United States on the U.S. site (www.babycenter.com). In tandem, NIDO is being promoted on BabyCenter Espanol (www.espanol.babycenter.com) to reach its longtime core audience of primarily Spanish-speaking Latina moms in the U.S.

Today marks the launch of two key elements of the program:

Sponsorship of a special Hispanic Families Resource Center on BabyCenter U.S., showcasing editorial content that focuses on a range of Hispanic parenting concerns, from a portrait of a bicultural marriage to myths about raising a bilingual child.

A “Blog de BabyCenter” series of sponsored posts on BabyCenter Espanol about picky eating during early childhood, featuring well-known Latina bloggers such as Mayra Elisa Buitrón of Te Cuento un Pokis, Danielly Lara de Acevedo of Un Dulce Hogar, and Victoria Infante of SerMamáLatina.com, as well as NIDO’s own nutritional expert Emily Dauer, MS, RD.

Other aspects of the digital campaign began to roll out earlier, including sponsorship of both the BabyCenter U.S. and Hispanic desktop and mobile sites’ Toddler Feeding and Concerns Resource Center, native advertising, email promotions targeted to moms of toddler-age children, and pre-roll advertising across BabyCenter’s video library.

“As the Hispanic population grows in the U.S., a new generation of Latina moms is emerging,” said Priscila Stanton, Marketing Manager, Nestlé NIDO. “Our nutritional milk drink has long been embraced by Hispanic mothers the world over, but we recognize that this new bicultural Latina American mom might need to be introduced to the health benefits that come with feeding your young one NIDO. BabyCenter has been a driving force in helping parents navigate through the stages of their child’s development, and we are confident that their trusted voice will help not only increase our brand awareness among our core audience, but expand it to a new, dynamic set of Hispanic moms.”

“While the digital world is important for all moms in the coveted millennial age group, our research has shown that it is particularly so for those who are Hispanic,” said Julie Michaelson, Head of Global Sales, BabyCenter. “Acculturated Latina millennial moms in the U.S. and their Spanish-preferred counterparts are more likely than the average mom to notice ads on desktop and mobile screens. That fact, combined with our strong audience of mothers with toddler-age children, makes BabyCenter’s U.S. and Hispanic sites an ideal environment for NIDO to reach Latina moms at the right place and time.”

The partnership between Nestlé NIDO and BabyCenter was initiated by the brand’s media agency, Metavision.

“The partnership between NIDO and BabyCenter evolved very naturally,” said Leyda M. Reyes-Rodriguez, Partner, Multicultural Director, Metavision. “For years, BabyCenter has been an authority on parenting, and their credibility will give NIDO the right platform in which to connect with today’s Hispanic mom who is balancing a cultural duality. BabyCenter is one of the few digital environments where you can actually do that, with their ability to reach Hispanic moms in both English and Spanish. This allows NIDO the flexibility to continue speaking to its core Spanish-speaking consumer, while attracting a new audience of bicultural moms.”

About BabyCenter® LLC

BabyCenter is the world's partner in parenting. The #1 pregnancy and parenting digital destination, BabyCenter reaches more than 40 million moms and dads monthly in 11 languages from Canada to the Middle East to China. In the United States, 7 in 10 babies born last year were BabyCenter babies. BabyCenter provides parents with trusted information, advice from peers, and Remarkably Right® support at every stage of their child's development. Products include websites, mobile apps, online communities, email series, social programs, print publications, and public health initiatives. BabyCenter also leverages its industry-leading audience engagement to provide unparalleled insights and innovative marketing solutions to the world's top brands, retailers, and institutions. Additionally, BabyCenter is committed to improving maternal health globally, and – through its Mission Motherhood™ campaign – works closely with nonprofits, NGOs, and governments to help make motherhood safer for all women. BabyCenter LLC is a member of the Johnson & Johnson family of companies.

About Nestlé USA

Named one of “The World’s Most Admired Food Companies” in Fortune magazine for eighteen consecutive years, Nestlé provides quality brands that bring flavor to life every day. From nutritious meals with LEAN CUISINE® to baking traditions with NESTLÉ® TOLL HOUSE®, Nestlé USA makes delicious, convenient, and nutritious food and beverages that make good living possible. That’s what “Nestlé. Good Food, Good Life” is all about. Nestlé USA, with 2014 sales of $9.7 billion, is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food company with a commitment to Nutrition, Health & Wellness — with 2014 sales of $100 billion. For product news and information, visit Nestleusa.com or Facebook.com/NestleUSA.

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